What is a better trip? The journey from point A to point B is more important to explore the connection with people, places and experiences, and pursue a truly "meaningful travel" experience. This is how KLM Royal Dutch Airlines recently launched its new brand proposition, "Better Travel", which encourages travellers to go beyond just "punching in" and focus on genuine interactions with people, places and experiences.
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It is understood that KLM has set three pillars for the newly launched "Better Travel" - "Meaningful Experience", "Meaningful Connection" and "Meaningful Breakthrough". As Barry ter Voert, Chief Experience Officer at KLM, explains:
KLM is committed not only to being a leader in the aviation industry, but also to be a true enabler of passengers' journey to a richer and more meaningful journey. ”
According to a joint survey conducted by KLM and market research institutes, the public's preference for travel is in a state of flux: three-quarters of travellers say they want to find more meaningful travel experiences in the future, especially among Gen Z and millennials; The survey also revealed a shift in travel mindset, with 97% of Chinese travelers expressing a desire to seek a meaningful experience on their next trip, while 89% of respondents believe that meaningful connections with people and places are far more important than just sightseeing.
Air France-KLM General Manager of Greater China, Värmel Vermeeron, said:
By inspiring them to discover the value and meaning of each trip with us, KLM invites everyone to embark on an unprecedented journey and make every moment an opportunity for 'Better Travel'. ”
As KLM executives said, KLM is a pioneer in the aviation industry and optimises every passenger's travel experience through its signature attention to detail, care and reliability. For example, KLM is committed to helping travellers tailor each trip to the culture of the destination, guiding them through the diversity of cultures, experiencing them with unique customs, and creating precious memories for each trip, KLM also publishes travel guides, carefully selected attractions and activity recommendations to help travellers explore the culture of their destination and build a real connection with the local community.
"Better travel" also provides a more comprehensive interpretation of what means, for example, by offering passengers the option to purchase Sustainable Aviation Fuel (SAF) at the time of booking, KLM has further reduced the dependence on traditional fossil fuels in air travel, taking a meaningful step towards achieving the goal of more sustainable air travel; More recently, the focus has been on improving the travel experience by adopting the latest generation of aircraft, incorporating advanced artificial intelligence technology, providing more spacious and comfortable seats, curating cuisine, upgrading the in-flight entertainment system, and other ground and in-flight services.
The latest significant move came in April this year, when KLM CEO Manjie unveiled the newly renovated Air France and KLM Air-Air Rail Terminal, the Coach Lounge in the Brussels-Midi/Sueed train station, creating a new space for air-rail guests to enjoy a comfortable and elegant atmosphere. It is understood that Air France and KLM are continuing to invest in air-rail products connecting Belgium, France and the Netherlands, and since March 2001, more than 4.5 million seats have been provided on 93,000 high-speed trains, further injecting the goal of sustainable air travel into "better travel".